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Review: Is $.99 the New Free? by Steve Scott

As most authors know, making Kindle books available free through KDP Select no longer has the powerful marketing effect it did a year ago. In Is $.99 the New Free? The Truth About Launching and Pricing Your Kindle Books, Scott explores whether free still has a place in a marketing plan, or whether pricing books at 99 cents is a better strategy.

He starts by examining the four essential metrics he believes all authors should track (including sales and reviews), then discusses five pricing strategies:

#1 – Free Book Launch
#2 – $.99 Book Launch
#3 – Free Pulse
#4 – $.99 Pulse
#5 – Perma-Free

Scott then offers an eight-point strategy to developing an author platform and marketing ebooks. This isn’t new information, but it’s presented well and appears accurate (which is more than I can say for some of the marketing books I’ve read). Useful information, but covered in more depth in other books.

Is $.99 the New Free? iss around fifty pages, and currently costs less than a dollar. For that price, I think Is $.99 the New Free? represents good value for money, and is worth reading.

Marketing 101: Platform

SMMStatistics_Draft1.0Platform

It’s the buzzword in author marketing. Agents and publishers want new authors (especially non-fiction authors) to have an established platform: a network of contacts in real life and in social media that can be leveraged to purchase the book and influence others to purchase the book.

The foundation of any good author platform is a website. Have a custom website address (not a wordpress or blogspot address) so you own both the content and access to it. However, search engines such as Google don’t like static websites: they like to see sites where the information is updated regularly, which is why so many author websites incorporate a blog.

The trick to developing a solid platform is having something your target market wants. For example, I’ve gained over 1,000 Twitter followers tweeting information that will be useful to writers. My daughter has gained over 2,500 followers on Tumblr posting references to a popular young adult books series and TV show. That pales into insignificance compared to Jamie Curry, the New Zealand teen who currently has over 200,000 Twitter followers, and 7.5 million Likes on Facebook (yes, you read that right. More people follow Jamie Curry than actually live in New Zealand).

That’s a platform …

So what are the major social networks?

Facebook

Facebook was founded in 2004 by Mark Zuckerberg as a way for Harvard students to contact each other. It now has over one billion registered users (although it’s estimated that 8.7% of them are fake accounts), and most major brands are represented on Facebook.

Twitter

Twitter started in 2006, a a microblogging social and information network that allows users to send messages of up to 140 characters. Tweets can include links to other sites and #hashtags, words or phrases used to group posts (e.g. #christian, #fiction, #writing, #editing or #socialmediatips).

Pinterest

Pinterest has been operating since 2010, and at the third-largest social network in the US, it’s probably the fastest-growing. It centres around illustrations—‘pins’—which users can pin to themed boards. A majority of users are women (which is makes it an important site for authors, as most readers and authors of Christian fiction are women).

Google+

Google+ launched by Google in 2011 and claims to be the second-largest social networking site after Facebook (with 500m users). However, this could be because they automatically assigned accounts to all gmail users … The average Google+ user spends less than 5 minutes on the site each month, compared with 7.5 hours on Facebook.

LinkedIn

LinkedIn is usually described as Facebook for professionals, even though it predates Facebook (LinkedIn was founded in 2002). The site encourages networking through groups, and providing personal recommendations and endorsements, but it is a professional site: it’s probably not useful for writers unless writing is their major source of income.

Others

There are dozens (probably hundreds) of other social networking sites with various degrees of popularity. Major sites include YouTube, Tumblr and Instagram, but these are seen as being of less interest to writers—although research shows Tumblr and Instagram are more popular with teens and those in their twenties.

In all cases, the point of social networking for authors is to build relationships so your contacts will influence and advocate your brand (book) and enhance discoverability.

I’ll be going into more detail about each of the major networks in a series of posts later this year. Which social networks are you a member of? Which do you prefer? Why?

More importantly, which social networks do your target readers use?

Review: How to Build a Powerful Writer’s Platform in 90 Days by Austin Briggs and Max Candee

There’s a saying in marketing that we know 50% of marketing activities work—we just don’t know which 50%. The same could be said for How to Build a Powerful Writer’s Platform in 90 Days. It includes what looks like some excellent information and advice—but that advice is wrapped up with advice that is incorrect, and it worries me because someone reading only this book won’t know what is good advice and what isn’t. Even I don’t know. I may praise something as being good advice and find it’s totally wrong.

I’m a book reviewer and freelance editor, so those are two subjects I know a lot about. I know less about building and maintaining a writing platform—while I have a degree in marketing, it dates from the dark ages before the intrusion of the web into every area of our lives. So while the principles of marketing are the same, the internet and social media have changed the practice of marketing.

That’s why I’m reading books like this: to understand how to do it now. And I think How to Build a Powerful Writer’s Platform in 90 Days does that well. But I can’t be certain. Because there are some elementary mistakes around how Briggs and Candee integrate editing and reviews into their 90-day timetable, so I’m not convinced they are accurate and believable in their claims in the areas I know less about.

The book starts by saying that before you begin this 90-day journey, you’ll need the final draft of the best book you can write, and a website. But the discussion on editing makes it clear that this ‘final draft’ hasn’t been edited. The authors then proceed to confuse beta-readers with editors (which is ironic, as one of them offers manuscript assessment services on his website).

Then there’s the editing. The schedule doesn’t allow nearly enough time to get the work professionally edited (which will take at least two weeks, and may take months if your preferred editor has a queue of books—as many good editors will have). Given most books need to go through at least two editing passes and two rounds of proofreading, I think this needs to be completed before the 90 days begin, not as a part of the 90 day launch project.

The timing of reviews is equally ridiculous. Most book bloggers have a two to three month waiting list, so sending them a book on day 76 and expecting the review on day 77 is unrealistic, to say the least (not to mention the advice to copy their review to your website: a copyright violation if the reviewer hasn’t specifically given you permission).

Overall, while there might be some good ideas in How to Build a Powerful Writer’s Platform in 90 Days, they are outweighed by the bad advice. Not recommended.

Review: The Extroverted Writer by Amanda Luedeke

If you have a website and are already active on Twitter and/or Facebook, then The Extroverted Writer probably isn’t the book for you. It gives good advice on why authors need to set up a website and be active in social media, but it doesn’t give much in the way of new advice on how. I’m speaking as someone who has followed Amanda’s posts on the MacGregor Literary blog for the last year or more—if you don’t read that, The Extroverted Writer provides a useful introduction to the subject.

Topics covered include:

  • Knowing your audience (i.e. book genre)
  • Knowing your online marketing goals
  • Websites
  • Blogs
  • Twitter
  • Facebook
  • Other social media sites: Pinterest, Tumblr, Goodreads, YouTube, LinkedIn

She gives hints for building a following on Twitter and Facebook, but these are not the only ways. I have over 1000 Twitter followers without using any of her ideas (I simply follow interesting people and hope they follow me back—most do). And her Facebook ideas are targeted towards the published or almost-published author (things like posting cover art and back cover copy). Good advice, but I think if you’re only just starting to build your online presence when you get a publishing contract, it’s a bit late (but better late than never, I suppose).

Amanda doesn’t really comment on when is the best time to begin building an online presence. I suppose she feels that if someone is interested enough to read to read the blog and buy the book, they are ready to begin. That’s probably not far wrong. My view is that authors should start building their online presence when they decide this writing thing is more than a hobby—it’s something they want to pursue as a viable career option.

The things I found most useful were here ballpark figures of the number of followers an agent or publisher considers ‘good’, and her explanation of the necessity to understand your market segment (i.e. genre). However, this information was all in the free Kindle sample!

Book Review: Let’s Get Visible by David Gaughran

Let’s Get Visible: How To Get Noticed And Sell More Books begins by explaining the intricacies of the Amazon algorithms (the computer programmes that dictates lists such as the bestseller lists, as well as what each individual customer sees on screen). He explains both what they algorithms are (as best anyone outside Amazon can know) and why understanding the algorithms is important.

He then moves on to an analysis of pricing, including a comparison of free and paid, with a focus on using free and discounted pricing as promotional tools. This all makes sense—because he’s explained the underlying algorithms that drive Amazon. He’s focusing on how the system works, and how you can then work within the system to drive results.

The book then moves on to the best sites for advertising, designing a promotion, and designing a book launch (for which he provides three options, as well as convincing evidence—based on the algorithms—of why the ‘traditional’ launch strategy no longer works).

Some key lessons are the importance of centring marketing around a mailing list you control (rather than, say, a Facebook Fan page), inserting a link to the mailing list signup form at the end of each book, and asking for reviews (with a link to the Amazon book page).

Following Gaughran’s advice will ensure you and your book look professional and are able to compete in the highly competitive market that is Amazon. The book is aimed at self-publishers, but small publishers will also benefit from the information.

Highly recommended.